Deal swaps ownership of Coca-Cola’s energy portfolio with Monster’s non-energy brands
August 15, 2014
The Coca-Cola Co., Atlanta, and Monster Beverage Corp., Corona, Calif., have entered into definitive agreements for a long-term strategic partnership that they expect will accelerate growth for both companies in the global energy drink category.
As beverage manufacturers get more creative in their product development, more beverages seem to be blurring category lines. One category that has been both aided and challenged by this multi-platform approach is the energy drink category.